Jay Turner

Three weeks ago virtually no one knew who Oliver Anthony was. But in the 18 days since radiowv published a video of the Virginia singer/songwriter performing his everyman anthem “Rich Men North of Richmond” to YouTube, he has become a household name. 

Not only has “Rich Men North of Richmond” soared to the top of the Billboard Hot 100 — making him the first artist to debut at No. 1 with no prior chart history — he has become so ubiquitous that Wednesday night’s Republican presidential candidate debate included a question about the song. 

Propelled by the right’s embrace of the song because of its themes about working class people’s struggle, unfair taxation and its dismissive tone about “obese” people on welfare, “Rich Men North of Richmond” has become a touchstone for the country’s divisiveness and a rallying cry for the disenfranchised.

Though labels and booking agencies are clamoring to get into business with Anthony­­­ — one record executive told Billboard, “I don’t think I’ve ever seen anything like this before” — Anthony has said he is in no rush to sign any deal. His co-manager, Draven Riffe, told Billboard that they planned to “take it slow” while surveying potential offers and also expressed a desire to do as much as they can on their own. 

While Anthony plots his next move in hopes of turning a runaway hit into a lasting career, Billboard asked a number of top country executives what advice they might offer to help the newcomer navigate his way onward and through the feeding frenzy. 

Jon Loba, president, BMG Nashville president: “Not that he needs advice from me, but my guidance would be, stay true to yourself and authentically who you are. Early on, it’s obvious that’s exactly what he is doing, which impresses me as much as his music. While different sides of the political spectrum are celebrating or roasting him, he doesn’t let any side take ownership of who he is and what he stands for. He is not afraid to say he is middle of the road and hopes for unity, which in this day and age can be a risky proposition.”

Tim Wipperman, managing director, ONErpm Nashville: “There is no reason for him to give away ownership of his intellectual property in a traditional deal. That is the annuity for him and his family. We have deal structures that have all the benefits of worldwide scale in the digital realm without the encumbrances of a corporate box. Keep your ownership, and don’t trade that for a big advance.”Derek Crownover, partner and vice chair, music Industry, Loeb & Loeb: “Songs and lyrics on controversial topics and particular viewpoints, whether it’s love, alcohol, religion or politics, are age old. The song and the passion Oliver is delivering through his vocals are speaking loudly to a group obviously; however, there is also the new viral phenomenon of curiosity, which the media is helping to fuel. So there is some uplift that’s there too. It seems Oliver did a lot of this on his own, so he should preserve the rights he has as best he can. Maybe a record distribution deal and a publishing admin deal to help him collect the money on those songs he put out and then a go-forward [publishing deal] with more investment to build off his platform.”

Jay Turner, program director, Sunny 102.5 Country, Santa Maria, Calif.: “A guy like Oliver Anthony could make as much money as he needs the rest of his life without ever sitting down with William Morris or CAA or Universal Music or Sony. He doesn’t need a deal with Red Light to manage him, he doesn’t need a deal with William Morris to book him…. He would be wise to do that, but he doesn’t have to do it. If [he does sign a deal], he would be very wise to enlist somebody to help him dot the i’s and cross the t’s. Will he? I don’t know. He’s going to have a lot coming at him real fast.”

Tracy Gershon, co-founder, Northern Lights Music/Shero Consultants: “Oliver Anthony’s success speaks to the shifting power from the gatekeepers to the fans. His authenticity and independence has resonated, and whomever he picks for his team needs to honor this.”

Chris Kappy, chief navigation officer, Make Wake Artists: “Fans. First.”

Scott Stem, manager (Scotty McCreery), Triple 8 Management: “It’s important that Oliver knows who he is as a person and an artist and stays true to his vision, while also continuing to evolve as all artists do. He needs to surround himself with people he can trust to have his back, who will help him grow from a momentary phenomenon to an established artist. He should be wary of anyone wanting to work with him who doesn’t feel genuine to him. While I think it would be good for him to chat with any legitimate label, publisher and concert promoter that wants to meet with him, he should take some time, learn his options, and determine what fits best with his personal and artistic goals. He can’t wait forever and miss this moment, but he doesn’t have to make snap decisions either. He should put some money where his mouth is and partner with an existing charitable organization or create his own foundation to help find solutions and make life better for those folks he sings about. He will make mistakes, as everyone does, but he can learn from them and move forward — and perhaps not be photographed eating a fudge round.”

John Shomby, owner/CEO, Country Radio’s Coach: “I would tell him, ‘Dude, this might be your 15 minutes of fame right here, so take advantage of it and perform in front of people as much as you can. Use the digital services and radio as much as you can. What do you want?’ If he says, ‘I want to make a lot of money,’ then, OK, sign with a label. But if he says, ‘I just want to do my music,’ then I’d tell him to stay in the independent music mode and not change anything because he’s done so well doing it this way… There’s a possibility that he signs a big label deal and then falls flat on his face; that’s what I’d be concerned about if I were his manager. I would say let the 15 minutes of fame go away and then see what happens from there… I think this guy is genuine, everybody’s trying to paint him into a corner. That’s another thing I would be real careful about: who we put him in front of. I would not send him to any political rallies. I wouldn’t do any of that.”

Jacquelyn Marushka, founder, Marushka Media: “With respect for Mr. Anthony, and because I am not a professional musician or songwriter but I greatly appreciate those with this gift, I’d humbly encourage him to keep writing and singing about what moves him and about what’s true to him. I’d further encourage him to be true to himself no matter what. His honesty translates in his voice; a quality that connects with listeners. Finally, if he decides to dive into the business, I’d recommend he vet partnerships very carefully and find a brilliant attorney, business manager … and a protective and savvy publicist … hint hint.”

Assistance provided by Jessica Nicholson and Steve Knopper.